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Baba Ramdev A Yoga Guru & M arketing Guru

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From Haryana to the lofty Himalayas to the heartland of Indian politics, it has been a long journey.

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He was born Ram Krishna Yadav to Gulab Devi and Ram Nivas Yadav in Ali Saiyad Pur village of Mahendragarh district in Haryana in 1965. He left school after Class 8 and joined a gurukul in Haryana to study Sanskrit and yoga under Acharya Pradumn . He claimed he meditated for five years in the Himalayas in his 20s. Freedom fighters Ram Prasad ' Bismil ' and Netaji Subhash Chandra Bose are known to be his role models. Ramdev commands a huge following -- by his account estimated at nearly three million who attend his camps, workshops and also avail of his ayurvedic treatment. His rise to popularity has been meteoric, especially after TV started beaming his yoga exercises at a time when health awareness was growing among Indians.

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The guru works out of the Patanjali Yog Peeth , a sprawling 35 acre spiritual retreat-cum- ayurvedic healthcare centre and university on the outskirts of Haridwar .

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Baba Ramdev is perhaps one of India's most multi-faceted gurus, teaching yoga in the first half of the session, followed by marketing lessons in the second half. "I am a marketing guru. There's no harm in marketing yoga. It's a matter of great pride for me," " The first phase of work of our college is over. The work on second phase is going on. I want to make 'right breathing' a medical remedy," he says. He doesn't miss the chance to talk about his new yoga college.

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Ramdev’s business empire comprises 34 companies with an overall annual turnover estimated at over Rs 1,100 crore. His businesses are controlled by his closest aide “ Acharya Balakrishna ”.

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Balakrishna, who runs companies dealing into products ranging from medicines, food, cosmetics and energy to construction, real estate, transport and packaging. Their operations are dove-tailed with Ramdev’s flagship companies — Patanjali Yogpeeth and Divya Yog Mandir trust in Haridwar . Patanjali Ayurved Limited was the largest among these 34 companies. Balakrishna is a director of each of these 34 companies.

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At 46, Baba Ramdev is one of India's youngest spiritualists. The sprightly, bearded, saffron robe-clad yoga guru, now being courted by the government as he launches a fast unto death against corruption, has seen a meteoric rise in the last decade . Today, Ramdev commands a huge following -- by his account estimated at nearly three million who attend his camps, workshops and also avail of his ayurvedic treatment. The guru works out of the Patanjali Yog Peeth , a sprawling 35 acre spiritual retreat-cum- ayurvedic healthcare centre and university on the outskirts of Haridwar . Over four billion people see him in the mornings worldwide, he claims. The rival channels call it an overblown estimate. His ayurvedic medicines are also in great demand .

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From toothbrushes to night suits, from breakfast cereals to body cleansers, there is a spiritual touch in each item up for sale. His pioneering marketing strategies as head of a Rs 1,100-crore diversified conglomerate are already the subject of case studies. According to Mrinalini Pandey of Indian School of Mines University, Dhanbad , who has done a study, ‘Baba Ramdev: A cult brand in making’, every minute products worth Rs 3,000 are sold by Ramdev’s companies. “Legendary brands have a unique feature. They have the ability to transform their customers into brand evangelists. They have a fan base that is so emotionally connected with the brand that it becomes a cult or religion for them,”

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Brand Vision & Mission To make a disease free world through a scientific approach to Yog and Ayurved To establishes a new health organization free from disease and medicine. To establish Pran (breath) as medicine for the treatment of all the curable and incurable diseases To propagate Pranayam as a free medicine fro the treatment of disease across the globe. Making the world a peaceful and tranquil place by using yogic techniques. To study and research the subjects associated with yajna, organic agriculture, cow urine, nature & environment.

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To form a new integrated system of treatment consisting mainly of techniques of Yog and Ayurved. To begin degree and diploma courses in disciplines of Yog and Ayurved To setup an equalitarian society based on values of spiritualism, nationalism and justice beyond the boundaries of cast, creed, class & religion for the countries development. To create an environment in departments of education, health, armed forces administration industry and business. To establish India as the strangest economic and cultural power in the world. To provide absolutely free lodging and boarding and medical treatment for the economically weaker section of the society.

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Brand Communication Shows of yoga telecast on various T.V channels Small campaigns were held in different cities Small aurvedic clinics have been started in different regions

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Marketing Strategies Targeted larger market by focusing on economically and resource constraint masses. Prepared data base of the people visiting the yoga camp. Built powerful partnership with various prominent T.V channels to broadcast his yoga camp world wide. Created self esteem among his followers.

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Branding Corporate Branding Advertising & exposure in NEWS channels. Conducted campaign ad has established abroad also. Divya Yog Mnadirs sales Ram Dev linked herbal products, book& DVDs through 700 retail stores. Emotional Branding He has positioned his initiatives as endeavors towards creating a healthy and peaceful welfare society. Taken social initiatives and under taken charity programmes for the poor's. There are 140 ailments he believes he can positively alter the course of. Targeted an ordinary population rather than limiting the services to the celebrities and politicians.

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Brand History & achievements Millions people have benefitted under the guidance of Baba Ram Dev More than 20 million people are regular viewers and are deriving benefits Lakh of people have been treated for serious, curable and incurable diseases through Ayurved Chikitsalaya 1500 to 2500 patients visit the Ayurved Chikitsalaya every day for treatment Nearly 700 volunteers Karm Yogis are serving various social service project of the trust Successful treatment based on extensive research and experiences has been found for ailments like depression, high BP, diabetes, arthritis, gout, sciatica cervical spondylitis, slipped disc, gas, constipation, hyper acidity, colitis, ulcer, obesity, cholesterol, cardiac diseases, leucoderma, multiple sclerosis, cirrhosis of liver, low sperm count, venereal diseases, asthma and migraine.

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Conclusion Baba Ram Dev have proved that traditional health and treatment practices can provide better results if one believes and practice it in his daily life. His way of marketing his brand is unique compared to other Yoga Guru’s and aurvedic doctors. He has used modern marketing practices that help his brand in building a strong market reputation and millions of followers all over the world.